The third rule of repelling users is Make them hunt for information on the site, and make the information difficult to access.

Use small fonts that need a magnifying glass for adults with normal 20/20 vision to read. Boxes which pop into vision, and which then proceed to disappear as soon as the mouse is moved are also useful.

If the information is a ten digit mobile number, small fonts may not be enough--make it scroll across the page so it is impossible to figure out or note down the number in one go. It should vanish off the edge of the screen before the user can jot it down and then re-appear on the opposite side. Have at least three to four different numbers for different activities all scrolling in a single line. That way, the user keeps waiting for what he wants, but continues to miss it.

Give users choices they can't understand. Make sure they have to click to find out that they have gone to the wrong place. Vague words like "business transformation," "collaboration," "transmission" are great because they can mean anything, everything and nothing. Remember Humpty Dumpty in Alice in Wonderland -- "When I use a word, it means just what I choose it to mean - neither more nor less."

In the fourth and final instalment of this series, we'll be taking a look at the golden rule of user repulsion.

Disclaimer: All opinions expressed above are those of the author alone and not of Cleartrip or any of Cleartrip's employees.